Half Of All Display Traded Programmatically In Europe

Half of all European display advertising is
now traded programmatically, according to findings of a study conducted by IHS Markit for IAB Europe, released this morning at the dmexco conference in Cologne, Germany.

The report reveals that 50.1% of European display ad spend is now traded programmatically. In addition, programmatic video grew by an exponential 155% and now accounts for
more than 45% of total online video ad spend. Mobile remains the "most" programmatic format, with 65% of mobile ad spend traded programmatically in 2016.

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“Europe is now
programmatic-first,” stated Daniel Knapp, executive director, TMT at IHS Markit. “In a big leap, programmatic transaction mechanisms have matured and enjoyed large-scale adoption, up from
18.3% of spend in 2013 to 50.1% in 2016.”

However, he noted that adoption of programmatic trading remains “uneven” across European markets, with “less mature
advertising markets lagging behind market leaders such as the UK or the Netherlands. Growth in online advertising now largely means growth in programmatic, but uncertainty related to the evolving EU
regulatory landscape on the collection and use of data puts in question the degree to which companies will be able to realize future growth.”